MARKET YOUR PRODUCTS AND SERVICES TO SOLVE PROBLEMS Second, B2B buyers seek realistic expectations of products that will come close to meeting their needs — and brand affinity will not likely place vendors on the short list. Spend time evaluating how your products or solutions are marketed to solve business problems, and why (or why not) they complement or fit new and existing technology ecosystems. The reality is that buyers are not looking for the perfect product, they are looking for the product that best fits their needs. A small business does not want to purchase a product designed for enterprise customers. And if usability is the primary concern, then it is not searching for the product with the fastest implementation process. When you tell your product story, provide an honest look at your strengths and help prospects find the best fit. In turn, they are more likely to become loyal customers. 07